Institute of Directors: Driving sustainable growth with strategic SEO services

29 August 2025 — 1 min read

Business Services

Digital Marketing

The Institute of Directors (IoD) is a prominent membership organisation representing directors across the UK and beyond. Its core offering spans professional development, policy influence and networking opportunities.

Outcome 1: 16.69% YoY increase in organic professional development revenue
Outcome 2: 3.96% YoY increase in organic membership signups
Outcome 3: 100.55% YoY growth in keywords ranking in the top 3 positions
Outcome 4: 115.98% YoY growth in keywords ranking in the top 10 positions

The challenge

Following an award-nominated performance in 2023, the IoD set out to accelerate its growth trajectory in 2024. Brand awareness was already well established among their core audience, but growth depended on reaching earlier stage leaders, such as future directors not yet considering membership.

To achieve this, organic search needed to transition from a maintenance channel to a primary driver of acquisitions, by expanding into new audiences and supporting key revenue streams such as events and virtual services.

The approach

Building on the strong strategic foundation laid in 2023, we implemented a commercially aligned Search Engine Optimisation (SEO) strategy that prioritised key growth areas.

Audience-focused content strategy

We developed content to attract and engage aspiring directors, future members early in their professional careers. This long-term nurture approach positioned the IoD early in the decision-making journey.

Adding value through membership content

We worked closely with internal teams to launch a new suite of membership-focused content. This enhanced the site’s relevance to mid-career professionals while reinforcing the IoD’s position as a hub for leadership development.

Enhancing event discoverability

Recognising the strategic role of events in the membership funnel, we restructured and optimised the primary events landing page. Targeting high-intent, non-branded keywords enabled us to capture new audiences actively seeking professional networking and development opportunities, even those unfamiliar with the IoD.

Virtual Office SEO focus

Previously dependent on paid channels, the Virtual Office service was strategically repositioned for organic acquisition. By aligning with user search behaviour, we achieved a significant uplift in visibility and engagement.